Intended effect: to make the product desirable by appealing to the emotionsPlain folksHow it works:the ad says that good simple, ordinary people like this product or person

Intended effect:intended for consumers who want a simple product or personHumorHow it works:the add presents a comic message that creates laughter in the consumer

Intended effect:to make the consumer associate good feelings with the productIndividualityHow it works:the ad says that people who believe in themselves will like this product or person

Intended effect:to make a person feel self-secure in following his/her own beliefRewardsHow it works:the ad promises emotional, physical, financial, or psychological benefits for choosing the product or person

Intended effect: to make the audience want the rewardSloganHow it works: the ad uses a catchy phrase that sticks in the consumer's mind

Intended effect: to keep the product or person in the mind of the consumerSecurity (fear)How it works: the ad uses words and images that make the consumer feel safer with a product

Intended effect: to make the audience be fearful to choose another product or to go without the the productProduct ComparisonHow it works: the ad compares the benefits of one product or person to another

Intended effect: to show how one product or person is betterRewardsHow it works: the ad promises emotional, physical, financial, or psychological benefits

Intended effect: to make the audience want the reward for the productHow it works:the ad makes the consumer feel emotions or desire to be happy, sad, athletic, comfortable, or sexy

Intended effect:to make the audience transfer or associate strong emotions to the product

aspca commercialTestimonial (celebrity endorsement)How it works: the ad uses a famous person to promote the product

Intended effect: to impress the audience that someone important chooses the product web: T-Mobile Family Allowances Commercial